The first election ad is now airing (I saw it twice on Toronto TV over the weekend) so it’s time to roll out my first recurring election post series – a review of Election ’09 Election ’08 commercials. I’m hoping to post similar reviews to all the election ads that appear during the campaign.

Initial Reaction: I know it’s hard to find an actor willing to work for the Tories these days but would it have killed them to do a few more takes so that people sounded almost sincere?

Ad Intent: Revive the “Tim Hortons” myth that worked in ’05/’06, soften up Canadians on Harper, and set things up for the eventual framing of the election as being all about leadership.

Tag Line: “Strong leadership on your side“

Things That Work: The girl at the end hits out of the park with the “I’ll be voting for the first time and I’ll be voting for Stephen Harper“.

Things That Don’t Work: Sweater vested and smilling Stephen Harper looks like he wants to steal my soul.

Grey Power: Is it just me, or did they dye Harper’s hair grey to make him look “wiser” in this ad?

Cliche Counter: 4 (Guy with tool belt and pick-up truck to show he’s hard working “average guy”. Children on playground. Veteran with medals. Two visible minorities.)

Grade: B-

Reader Grade: